Latest News

Back to Latest News back


Sports Sponsorship in Decline

Sports Sponsorship in Decline
February 17, 2009

The global financial crisis is causing sponsorships in Australian sport to decline, according to research by Sweeney Sports.

As Sweeney Sports General Manager Todd Deacon explains "corporate sponsors generally are cutting back on sponsorship activities, or are considering it, while rights holders are having a tough time signing new deals."

The survey shows that 27% of corporate sponsors have quit existing sponsorship as a result of the crisis; 31% have cut funding for existing sponsorships; and 48% have put a hold on signing new sponsorships.

And Sweeney Sports believes that the situation is likely to get tougher with 27% of corporate sponsors saying they will exit existing sponsorships in 2009 and 47% saying they will cut funding for existing sponsorships.

Deacon added he expected big-name sponsors to remain in their long-term sponsorship deals but he expected mid-sized and smaller sponsors to suspend deals.

By contrast, arts sponsorship has suffered less with only 17% of sponsors planning cutbacks.

20% of Australian companies experienced an increase in their sponsorship budget last year. Companies are believed to have reacted swiftly in 2009 to cut their expenditure because of threats to revenue.


30th April 2008 - ASIAN SPONSORSHIPS GROW BY 50%

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Supreme Heating

Supreme Heating is a proud Australian owned company specialising in the latest energy efficient heating solutions. Since 1990, Supreme Heating has designed and installed commercial pool heating…

read more

Aquatics / Environment / Recreation



Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…

read more

Billing / Finance / Fitness / Golf / Recreation


METRA Australia

METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities.  Our team’s…

read more

Aquatics / Attractions / Fitness / Recreation / Security


HTS Group Ltd

HTS Group Ltd provides a complete design, system integration, installation and maintenance package to the transportation, traffic engineering, parking and sports timing industries in New Zealand,…

read more

Aquatics / Events / Sport / Technology


Augmented Creative

Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…

read more

Arts / Attractions / Consultants / Design / Tourism



At EventPro Software, we are proudly different from our industry competitors. We have a development-driven culture and 20 years’ experience in event, venue, and catering management software,…

read more

Events / Hospitality / Technology / Ticketing / Venues



SICO is at the forefront in innovative mobile folding and rolling, space efficient tables, stages, dance floors and many other products which help our customers optimise their use of space. Image…

read more

Entertainment / Events / Venues



Headquartered in Brisbane with an Australia-wide network of satellite offices, PaySmart is one of Australia’s largest and longest-standing direct debit billing companies. In 1996 we began…

read more

Access / Billing / Fitness / Technology


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business